CE DESK 
Kohinoor Basmati Rice partners with Aditya Gadhvi for ‘Kohinoor Na Garba Rice’ campaign, blending Gujarati folk music with premium rice for festive recipes and Navratri bonding.
Kohinoor Basmati Rice has partnered with Gujarati folk sensation Aditya Gadhvi for a vibrant campaign celebrating authentic regional flavors through music and cuisine. The initiative fuses the premium rice brand’s heritage with Gadhvi’s soulful Dayro folk songs, positioning Kohinoor as the staple for Gujarati homes where every grain elevates traditional dishes like undhiyu, thepla, and khichdi.
Titled “Kohinoor Na Garba Rice,” the multi-platform push features a music video where Gadhvi croons hits like “Khalasi” amid lively garba nights, with families cooking aromatic rice-based feasts. Lyrics weave in themes of purity, aroma, and togetherness, highlighting Kohinoor’s long-grain, non-sticky quality sourced from Himalayan foothills. Directed by a Mumbai ad house, the TVC and digital film emphasize how the rice’s superior taste inspires festive bonding.
Launching during Navratri season, the campaign spans TV, YouTube, Instagram Reels, and regional FM radio in Gujarat, Rajasthan, and Maharashtra. Interactive contests invite users to share #KohinoorGadhvi recipes for prizes, while OOH hoardings in Ahmedabad and Surat amplify reach. Kohinoor offers limited-edition packs with Gadhvi QR codes linking to exclusive tracks.
This culturally rooted tie-up aims to capture 15% market share growth in premium basmati, blending emotional folk appeal with product superiority against rivals like Daawat.
Jignesh Shah, Head – Media & Digital, AWL Agri Business, said, “Kohinoor is a legacy brand that has been trusted by generations of Indian households. Our endeavour has always been to create brands that resonate deeply with the cultural and emotional fabric of our consumers. The launch of the new song ‘Kohinoor by Aditya Gadhvi’ is a meaningful step in strengthening Kohinoor’s bond with Gujarati households. Through our collaboration with Aditya Gadhvi, we aim to celebrate the pride, warmth, and authenticity that define Gujarati homes. We are confident that this music-led campaign will further strengthen our connection with consumers and enhance the brand’s presence across key markets.”
